House and Senate races - both State and Federal - can be strange. You’re talking about big policies—health care, housing, voting rights—to people who are busy living their lives and not obsessing over legislative committees.
Here are three common messaging mistakes progressive state legislative candidates make, and what to do instead:
Mistake 1: Talking like a policy memo
You care about policy. Good. Keep that.
But most voters won’t track detailed bill numbers or subcommittee structures. And how much they like and emotionally connect with you matters more than your policy.
Instead:
- Lead with pathos: Where's the pain? Then pivot to values and outcomes: what changes in people’s lives
- Use concrete examples: rent, health care costs, school buses, infrastructure
- Keep the details available but not central
Example shift:
Instead of “I’ll fight to strengthen tenant protections,” try:
“No one should be a flat tire or medical bill away from losing their home. I’ll work to make sure renters have basic protections so families aren’t evicted over minor setbacks.”
Mistake 2: Assuming voters know what a state legislator does
People aren’t totally sure what the State House or State Senate actually does.
Instead:
- Spend time explaining your role in plain language
- Tie yourself to issues people already care about: schools, roads, courts, healthcare, public safety
- Give specifics on how state policy shows up in their daily lives
Example:
“The state legislature decides how much money goes to our schools, how hard it is to vote, and what protections workers have on the job. This race isn’t abstract—it touches your paycheck, your kids’ classrooms, and your right to be treated fairly.”
Mistake 3: Being afraid to name your values
Some candidates are so worried about seeming “too political” that they sand all the edges off their message.
Instead:
- Be honest about what you believe and who you’re fighting for
- Frame your values in ways that are inviting, not combative
- Remember: clarity is not the same as extremism
Example:
“I believe in a democracy where everyone can participate, no matter their zip code, job, or background. That means protecting voting rights, making it easier to vote—not harder—and ensuring every voice counts.”
The bottom line
If you’re a progressive candidate for State House or Senate, your message should feel:
- Clear
- Human
- Values-based
- Grounded in real life
If you’re feeling stuck or scattered, that’s a sign your message needs tightening—not that you’re the wrong person for the job.
You've got one shot - tell the truth. Not everyone will agree. But you're more likely to get the votes of those who do.
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